The complete guide to writing much better marketing emails

Email marketing is the dominant channel for marketing communications when measured by ROI, reach, cost, etc., and the gap continues to widen. Don’t get left behind.

Before email marketing was commonplace, marketers used advertisements, fliers, coupons, and other distributed promotions in order to build their audience and reach potential customers. Basically every lead-generation strategy from events to discounts was just considered “marketing.”

When the internet’s popularity soared during the dotcom era, marketers adapted these practices for electronic purposes, and email marketing became “the next big thing.” This also led to more distinction between various marketing avenues, such as commercial advertising, social media marketing, and search engine optimization.

Like all of us, the internet got smarter and better with age , making it easy for marketers to send aesthetically-pleasing HTML emails en masse. Through innovative software, contacts and their behaviors can be tracked and segmented, dramatically boosting the effectiveness of a well-executed email marketing strategy.

Skip ahead:

What is email marketing?

How are marketing emails different from sales emails?

Different types of email marketing

The anatomy of a good marketing email

The 6 most important email marketing metrics

Using purchased lists for email marketing

Expert quotes: Email marketing strategies at various companies

How to set up a marketing email campaign in 7 easy steps

Steal these templates!

Cool email marketing fact: 294 billion emails are sent each day, with a projected increase to 347 billion daily emails in 2022.

What is email marketing?

Email marketing is the strategy of emailing marketing content—like blogs, videos, and webinars—to a specified audience, and is relied on by 81% of small-to-medium businesses as their primary acquisition channel.

The audiences and content will vary based on context, but the ultimate directive of email marketing remains the same:

Send emails to your non-customer audience that will interest them enough to turn them into engaged prospects. Send tactical messages to prospects that assist their journey through the pipeline and help them convert into customers. Send resources to customers to keep them happy, engaged, and informed.

Consider that, with the press of a button, an email marketer with a healthy audience can get their message in front of tens of thousands of people at once, every single time.

Ben Goldstein,
Head of Content and Communications at Nutshell How are marketing emails different from sales emails?

Marketing emails and sales emails are similar, and are thus easy to mix up. They’re both sent using similar tools, map to a larger sequence or campaign, and can even serve similar purposes, like winning back lost leads.

A sales email, however, is designed to have the feeling of a one-to-one message between a salesperson and the recipient.

Although they may be sent en masse, and they may be one automated email within a much larger sequence, a sales email’s primary purpose is to build a rapport with the recipient.

This can be done in many creative ways, and sales emails take many different forms. It’s not always “click here to buy now;” in fact it almost never is.

Some clever ways salespeople use sales emails to build rapport:

Reaching out to a prospect to talk about something the prospect said, posted, or

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